Explaining a real life example of how we use content marketing for better conversion and qualified leads. In September we launched a marketing campaign specific for the sector Trade (retail and wholesale). we developed a campaign together with an external agency and we started expeditiously with lots of enthousiasm. The purpose of the campaign was not to explain to customers and potential customers what we do, but rather how we do it. How we help organizations make the transition from analog to digital. The first results were not so bad but the campaign stagnated in mid-October. The conversion remained behind! Recognizable? Together with the team we searched for a solution. How can we increase the conversion, how can we improve the interaction with contacts, how can we better align our messages to the needs of the target group and how can we distinguish ourselves from the competition. All questions & challenges that need to be resolved. What content matches best with the customers intentions and his or her buying journey. Ultimately, we as a team quickly agreed content marketing is the key to a successful conversion and marketing campaign? In this presentation you can find some of the key findings and our learnings. If you have any questions or you want to discuss in detail please let us know.

1. Content
Marketing – From
monologue to
dialogue
How to fuel your
conversations?

2. Why content
marketing?

3. Everything is
connected

4. Mass marketing
is dead

5. The customer is in
control, period!

6. Mass individualisation
– Network economy

7. No B2C & no B2B but
Human2Human
It’s all about people

8. True value add comes
from experiences

9. Power of the
internet!

10. Social
Local
Mobile

11. Information
Overload

12. Markets are
conversations

13. Marketing has changed
7 P’s versus 7 C’s
Physical - Connected
Product - Collaborative
Price - Customised
Promotion - Conversations
Place - Community
People - Collective
Process - Content

14. Content Marketing
From push to pull
With the proper intentions deliver
relevant, meaningful, and valuable
knowledge & information in order to
attract and retain customers.
Help customers succeed and build a story
that is worth sharing instead of pushing
old school sales & marketing messages!

15. Intent counts more than
technique
Practice getting connected
with your intent so it
becomes who you are, not
what you say or claim; so it
communicates before you say
a single word!

16. How to start your
conversations?
Listen
Interaction Dialogue
Customer
Engagement Participation

17. Roadmap Content Marketing
1 Planning & 2 Content 3 Conversation
Management,
Conversion Development & Monitoring &
Strategy Distribution Measurement
• Conversion • Content features • Content flow – Drip
Objectives • Types of content Marketing
• Communication • Create content • Monitoring, Trackin
Framework worth sharing g
• Performance
Measurement

18. Planning & Conversion Strategy
Communication Framework Conversion
Objectives
Sales/Marketing/Service: collaborate NOW!
Awareness
(knowledge) Suspect
Level 1
Interest
(knowledge / Prospect
attitude)
Level 2 +3
Desire
(attitude) Lead
Level 4
Action
(behavior)
Hot lead
Level 5
Customer
Satisfaction
(attitude /
behavior)
Regular
Customer

19. Conversion Objectives
• Understand DMU, increase involvement and develop
Level 1
There is strong belief that things can and preferred position
should be done differently. Individual is • A response of an individual who is interested in story or
curious and will look for information proposition reactive or proactive
Individual understands the pain, comes • Inform and activate with relevant information retrieve
Level 2
preferences / purchasing arguments. First step towards
into action and will share information solution
internally. Proof is increased to further • A serious meaningful interaction with an individual (phone /
assist individuals with internal discussion email) of a qualified organization
Individual together with DMU determines • Level 2 + individual shows clear interest in a product or
the scope of the solution. Is inspired by
external information in order to select the
right solution.
Level 3 •
service. Find the right solution
Start proactive personal customer contact. The desired
solution for the customer is offered
• Level 3 + individual start the process to define requirements
Potential suppliers are eliminated based
on requirements and conditions and
suppliers selection is made
Level 4 •
and conditions of the overall solution
Here the emphasis on contractual issues such as
service, support, training, quality, implementation, price etc
Latest barriers and doubts are removed
•
Level 5
Level 4 + individual has the responsibility and determines
and negotiating starts. Everyone in DMU budget and timeline of the purchase
is convinced of solution and selection is • The purchase decision is taken by an individual and DMU
made

20. Communication Framework
What are her biggest
frustrations?
What does the customer What does the customer gain
really think and feel? by using your service?
Structure: to
• Think • Pain develop stories and
• Feel • Benefits contact activities:
• 4 ingredients for
composing stories
and contact
Theme Solution activities
• Depending on
DMU, objectives
and stages in the
buying journey the
focus and approach
can differ.
Product Industry
• The right mix and
balance between
Content / Context
/ Contacts.
• Say • Hear • Continuous
• Do • See measurement, learn
ing and
What is their maturity? Who do they see & hear and
What products do they what is their role?
optimization
have in place? Who really influences her
and how?

21. Content Development & Distribution
Cold contact Warm contact
Which
Objectives –which level?
channels?
Which Where
content?
How
Who
Which Which DMU
story? What and which
contacts?

22. Content Features
Encouraging interaction, build a movement so that people
take action
• Functional
– Knowledge and information sharing so that organizations understand why,
when, where and how. What is NOT important it is all about the HOW.
– Useful and relevant information which ensures that organizations survive
in a complex digital world
• Social
– Passion to help customers succeed both online and offline
– Pursue a common goal. Sharing knowledge, expertise and information is key
(videos, webinars, tips and tricks, social media)
– Mainly for process owners - the person is central
• Emotional
– Emphasize a positive change and transition. Utilize “this makes me happy”
experience
– Through intensive contact surprise organizations
– Building trust & loyalty in organizations. We help!

23. Types of content
Interaction
Enagement
Pull
• Community
• Workshops
Facilitate • Roundtable
sessions
• Training • Social Media
Inform • Social Media • Internal
• Service collaboration
• Email • Telemarketing (Yammer, Jive
• Newsletter • FAQ etc.)
• Magazine • Calculators • Breakfast sessions
• Online Marketing • Webinars • Networking
• Leaflets • Audio • Co-creation
• Website • Video • Joint Marketing
• Direct Marketing • Cases (partners)
• Blog • Whitepapers • Reference
• Viral Marketing • “How to guides” checklist
• Fable / Fact • Quiz/simulation
• Trend & Analyst
Reports
Transaction
Push
Communicate Personal
remotely Communication

24. Create content worth sharing
SUCCESS
Credible
Concrete Emotional
Unexpected Story
Simple Shareable

25. Conversation Management
Contact Stage Audience Digital Communication Content Timing Channels
Activity buying (DMU) Body Framework Type
process Language (Story)
• Depending on response, reactions, conversions and feedback
determine how often and how long stages continue to run.
• Power of repetition + focus and balance frequency and speed
• It is important to keep the dialogue warm and to increase the
interaction
• Via up- & cross sell scenario’s start customer lifecycle
management.

26. Content flow
Link drip marketing to
each stage of the buying
journey in order to build
a flow of content.
Drip marketing is a
communication strategy
that sends, or "drips,“
messages to customers or
prospects over time.

27. Measurement
• Content Marketing can be
used during the different
stages of a customer
contact strategy. Based
on the stage of the
buying journey a contact
activity is arranged and
shared. Each contact
activity will be measured
and monitored using
different analytics tools
• Objectives are defined
and measured based on the
stage of the buying
journey.

28. Food for thought
• Take the “everyone”
approach – every employee
can talk to customers
• We must create a culture
of content in order to
find stories, identify
customer concerns, product
issues, barriers to sales,
extract testimonials and
hundreds of other content
types.
• Content ideas don’t live
in the marketing
department.

29. To conclude
In order to fuel your conversations:
• Be personal
• Be the answer
• Be engaging
• Be thankful to every customer

30. Credits
In order for me to develop this manifest I
have used knowledge, experiences, and
information from other content marketing
professionals. Thanks for all the
inspiration!
• Steven van Belleghem - @StevenVBe
• Steve Woods - @stevewoods
• Brian Solis - @briansolis
• Rebecca Lieb - @lieblink
• Brian Clark - @copyblogger
• JP Rangaswami - @jobsworth
• Koen de Witte - @kdewitte27

31. Pictures were found on
Jeff Kubina
Michael Styne
JobyOne
Amanda Nicole Betley
Steven Depolo
Luc Viatour